Salesforce Pardot is a powerful tool. It has many features that enable automating marketing activities in a very sophisticated way. However, the most profitable are those users who decide to integrate Pardot with Salesforce Sales Cloud. This brings additional benefits, such as further automation, database segmentation options, and more. Does marketing automation make sense without integrating with other toolsets? Is it worth investing in single tools if you can benefit from comprehensive solutions?
What is Pardot?
Pardot is a marketing automation platform for the B2B sector. Its construction enables better cooperation between marketing and sales departments to provide better traceability of activities and interactions through the entire customer life cycle. Earlier, due to various tools on which these departments based their work and different operational methods, we weren’t even close to the currently available possibilities. At the moment, thanks to the integration of platforms such as Salesforce Pardot and Salesforce Sales Cloud, you can follow each step your lead or customer makes while he goes through the nurturing, qualification, or sales process. On this basis, you can modify campaigns or change settings for the previously assigned tasks according to your needs. You can track the progress of each customer, from his anonymous visit to your website to the won deal and even further. Pardot and Salesforce Sales Cloud integrate seamlessly, and using them is mostly intuitive.
Capabilities of automation
Let’s take a look at the capabilities your potential customer gets, thanks to automation with Pardot. As an anonymous user, he visits your website. You’re already aware of that as the customer life cycle begins. The visitor is interested in your products or services and therefore completes the contact form. Pardot creates a record that is assigned to him, so his previous and subsequent interactions with your company become traceable. Using Pardot, you can set up a nurturing campaign that will transform the visitor into a sales-ready lead. Then the lead is transferred to Salesforce Sales Cloud and assigned to one of the sales reps. Pardot can automatically create a specific task and also assign it to an employee to start the sales process immediately.
Different actions taken in connection with this particular lead are recorded either in Sales Cloud or in Pardot. Both the sales rep and the marketer can see the exact lead status, modify planned activities, and take steps that are based on real premises, not guesses. I’m not saying that intuition is bad, but isn’t hard data more trustworthy than a feeling? The most important updates can be seen by all people who have the appropriate permissions. You decide if it’s only the marketer, the sales rep assigned to the lead, and their supervisors or anyone else.
Think about how this can improve the whole process of autoamtion. Every conversion, every change of status, every opportunity associated with the lead/contact is recorded in the system in real-time, and all the questions, telephones or e-mails that waste your employees’ time will become redundant. Your marketer in your HQ in California and your sales rep on a business trip to Dubai, both using different devices, will be able to update their knowledge within seconds and get on with their tasks immediately.
The integration enables more efficiency, but it also allows you to check what was the first touchpoint that made the lead appear in your sales cycle. As a result, you gain a clear view of which marketing campaigns bring you the highest ROI.